When Steve stepped down and Apple announced that Tim Cook (as the interim head of Apple) would assume the permanent role of CEO— I doubted the decision.

When Steve Jobs died shortly after, my confidence shook.

Tim Cook has done well

But, in a final tribute to Steve, he chose well.

I am a fan of Tim. His steady hand and unflappable demeanor elevates him to an honored place in my esteem. Good on him that he never tried to be Steve. He is 100% Tim.

Great CEOs set the tone. They lead by example and set the expectations. Tim adds to the Apple legacy. His leadership is not subtractive.

Steve had a mercenary’s temperament. His impatience and volatility (in the pursuit of his vision) is well known. There was a dangerous part of Steve. I thought it the price of genius.

Not so much of Tim.

Brands are about beliefs

I admire Tim Cook’s moral compass.

I watched an interview hosted by Chris Hayes. A participant asked Tim what he would do if he was Mark Zuckerberg. At the time, Facebook was in the throes of the latest scandal. Shared personal data with unscrupulous companies.

The question was meant to get Tim’s view on Zuckerberg’s official response.

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Tim Cook. CEO extraordinary. was last modified: July 18th, 2018 by Tom Dougherty